Mr. Men will put Nutty Putty firmly on the map, the firm behind the range of moldable crafting putty has told ToyNews.

Alphabet Pie expects the Mr. Men line to become its bestselling product for 2016 as early reaction to the Nutty Putty play-set has been ‘phenomenal’.

“Partnering up with Sanrio has been great for us as the Nutty Putty product has been trading for less than a year,” Eliana Perdios, director of Alphabet Pie told ToyNews.

“It is a testament to how good the product is and how it’s just the absolute perfect fit for Nutty Putty. This partnership will put us firmly on the map and the public will get to see first hand how unique this product really is.”

The Mr. Men Nutty Putty set launches with a Make Your Own Mr. Men boxset including a play mat and instructions on how to make ten characters from the hit franchise.

“We have taken orders from independent retailers and have seen interest from big names like The Toy Store on Oxford Street,” continued Perdios.

“We are sure that any big stores, especially ones already carrying Mr. Men products, will be quick to follow The Toy Store.”

While it’s early days for Alphabet Pie in arts and crafts, the firm believes Nutty Putty’s licensing potential is huge and is eying growth in the Middle East and the US.

The tabletop games distributor believes it has hit the big time as it welcomed a ‘huge numbers of pre-orders’ indicating a very strong start for the game, itself a massive Kickstarter success story, here in the UK.